I wrote about Google Analytics yesterday. As usual, I syndicated the post to Ev’s blog, and I got an interesting response over there. Kelly Burgett set me straight on some of the finer details of how goals work, and finished with this thought:
You mention “delivering a performant, accessible, responsive, scalable website isn’t enough” as if it should be, and I have to disagree. It’s not enough for a business to simply have a great website if you are unable to understand performance of channel marketing, track user demographics and behavior on-site, and optimize your site/brand based on that data. I’ve seen a lot of ugly sites who have done exceptionally well in terms of ROI, simply because they are getting the data they need from the site in order make better business decisions. If your site cannot do that (ie. through data collection, often third party scripts), then your beautifully-designed site can only take you so far.
I don’t want to come across all old-man-yell-at-cloud here, but I’m trying to remember at what point self-hosted software for analysing your log traffic became not good enough.
Related: according to Google Analytics, 0% of your customers are using ad-blockers that block requests to Google’s servers. Again, that’s not necessarily a true fact.
So I completely agree than analytics are a good thing to have for your business. But it does not follow that Google Analytics is a good thing for your business. Other options are available.
In a word, no.